Cheeky Monkey Brewing Co. is a Western Australian craft brewery combining hospitality venues with an online store selling beer, limited releases, and merchandise.
Cheeky Rewards gives customers several reasons to keep choosing the brand. Points build toward food, drinks, discounts, and branded products, while four membership levels introduce larger rewards and closer access to the brewery. Digital gift cards complement that relationship by letting customers share the experience with someone else.
The Problem This Blueprint Solves: Make the Next Purchase Worth Returning For
Enjoying a pint or ordering a case of beer does not automatically determine where the customer buys next. Cheeky Monkey needs reasons to return that remain relevant after the immediate experience ends.
Cheeky Rewards provides both a next reward and a longer-term goal. Members can redeem for familiar products, save toward something substantial, and progress into levels that recognize their continued commitment.
The program therefore supports two connected objectives: encourage another purchase and give established customers increasingly valuable treatment.
The Blueprint: Encourage Repeat Purchases Through Rewards and Recognition
Cheeky Rewards combines a varied redemption catalog, benefits that grow with status, and access that brings committed customers closer to the brand.
1. Give Members a Reward Worth Coming Back For
Members earn 2 points for every Australian dollar spent at Bronze, Silver, and Gold. Rewards include online discounts alongside venue benefits such as fries and a core-range pint.
That variety makes progress relevant to different customers. A venue visitor can work toward something to enjoy on their next visit, while someone ordering beer for home can choose value for another online purchase.
Higher-point rewards include merchandise and a Party Starter beer bundle. Members can redeem sooner or keep saving for something more substantial.
2. Make Progress Deliver Immediate Recognition
Every tier includes a welcome-to-tier award and a birthday reward. Both increase from $5 at Bronze to $10 at Silver, $25 at Gold, and $50 at Platinum.
An upgrade therefore produces an immediate benefit, followed by birthday recognition at the member’s current level. Progress changes what the customer receives rather than simply changing their account label.
Platinum also increases earning to 3 points per $1, a 50% improvement over the earlier levels. The strongest customers gain both larger recognition rewards and faster progress toward future redemptions.
3. Bring Loyal Customers Closer to the Brewery
Silver introduces member-only sales. Gold adds early access to limited releases, and Platinum includes exclusive events.
These benefits connect recognition to what makes a craft brewery distinctive. Customers who follow new beers can value earlier access, while events offer opportunities to engage beyond another order.
The upper levels give committed members something different to pursue alongside financial rewards: greater access to Cheeky Monkey’s products and experiences.
Gift Cards Create Revenue Before the Next Visit
Cheeky Monkey’s digital gift cards can be used at its venues or through the online store. They are emailed to the purchaser, who can forward them to the recipient.
That flexibility makes gifting useful without requiring the buyer to choose a specific beer, product, or venue experience. The recipient decides how to enjoy the value.
For Cheeky Monkey, the purchase brings revenue forward, before the card is redeemed. It can also introduce someone new to the brand through an existing customer’s recommendation. Cheeky Rewards then offers a separate route to membership and future reward progress.
How It Works
Joining and Earning
Cheeky Rewards is free to join. The published earning activities include 50 points for becoming a member, 20 for newsletter signup, 20 for liking the Facebook page, and 10 for following on Instagram.
Purchases earn 2 points per $1, increasing to 3 at Platinum.
Bronze
Bronze includes a $5 welcome-to-tier award, a $5 birthday reward, and free shipping.
Silver
Silver increases the welcome-to-tier and birthday rewards to $10 each and introduces access to member-only sales.
Gold
Gold increases both rewards to $25 and adds early access to limited beer releases.
Platinum
Platinum provides a $50 welcome-to-tier award, a $50 birthday reward, faster earning, and exclusive events alongside member sales and early release access.
Choosing Rewards
The published reward selection includes $5 off an online order for 400 points, venue fries for 500, and a core-range pint for 600.
Larger online rewards include $25 off a $100 order for 2,000 points, a Cheeky T-shirt for 3,000, and $75 off a $150 order for 4,000. At 5,000 points, members can choose the Party Starter bundle containing an XPA cube and a Hazy Pale cube. An online $150 discount is available at 8,000 points.
Giving a Gift Card
Digital cards are available in $25, $50, $100, $150, $200, and $250 denominations, with redemption available at venues and online.
What This Blueprint Achieves
Cheeky Rewards gives customers practical reasons to return while making continued loyalty more valuable.
Food, drink, and online rewards support different purchase occasions. Growing tier-entry and birthday benefits make recognition tangible, while Platinum’s higher earning rate strengthens the value of future purchases.
Member sales, limited-release access, and events extend recognition beyond discounts. Gift cards add another commercial role by generating upfront revenue and creating opportunities for customers to introduce someone else to Cheeky Monkey.
The Takeaway
Cheeky Rewards shows how repeat purchasing and customer recognition can reinforce each other.
Redeemable rewards give members a next purchase to work toward. Tier benefits make sustained loyalty noticeable. Early releases and events give the strongest customers access that reflects their interest in the brewery.
Alongside that journey, flexible gift cards let customers share the brand experience while bringing revenue forward.
